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Home » Media » Press Releases » Mountain Dew Encourages The Youth To Rise Above Fear With “Naam Bantey Hai Risk Se”

7up

Mountain Dew encourages the youth to rise above
fear with “Naam Bantey hai Risk Se”

The new TVC featuring Hrithik Roshan will make young India take on challenges to
succeed


New Delhi, February 19, 2015: Rising above fear, Taking up challenges and Emerging victorious. This is what the all new Mountain Dew campaign Naam Bante Hain Risk Se brings alive. Featuring actor and brand ambassador Hrithik Roshan, this film has been directed by celebrated Hollywood director, Rob Cohen of the Fast & Furious and Mummy Returns: Tomb of the Dragon Emperor fame. This is Rob’s very first Indian commercial featuring never-seen-before sequences; goes on-air on the 20th of February.

Mountain Dew has always been at the moment of choice for the youth and has instigated them to rise above fear, take risks, be confident and emerge victorious. The TVC has been shot in Dubai and features 4 friends who are underdogs from a small town preparing for a big car rally in Dubai. This team of friends has assembled their own car to make it to the big race and don’t get off to a good start compared to the other racers. However during the race all cars are faced with a gigantic sandstorm; while all the other cars turn back, this team of risk-takers head straight into the sandstorm and eventually emerge victorious. The essence of this TVC is take that big risk to make a bigger impact on the world stage.

Speaking on the campaign, Ruchira Jaitly, Sr. Director, Marketing (Social Beverages), PepsiCo India said, “Mountain Dew is the instigator that helps you break out the ordinary. The Naam Bante Hai Risk Se campaign captures the thought and ideology of every Indian today, who believe in taking up a challenge in a unique Mountain Dew way. Hrithik and Rob have been great assets for us and have come together to make a brilliant film for Mountain Dew. We hope our consumers like it as this is our way of saluting the spirit of the Dew dude. ”

Actor and brand ambassador, Hrithik Roshan commenting on the campaign said, “When I heard the phrase ‘Naam Bante Hai Risk Se’, I immediately connected to it and was excited about the whole risky shoot and theme of the TVC. Risk is closely connected to self-confidence and in my opinion this campaign couldn’t have come at a more relevant time – a time when we Indians are raring to go, pumped up to take risks in things we believe in and charged up to push the envelope a bit further! I am certain that people will relate to the latest Mountain Dew campaign – Naam Bante Hai Risk Se as it encourages them to believe in themselves to take risks to overcome their fears.”

Well-known Hollywood film director Rob Cohen commenting on the Mountain Dew film said, As a viewer, I always enjoyed Mt. Dew Advertising and was happy to get the chance to create such an ad myself. I have loved the thought and ideology of the brand as Mt. Dew always stood for over-coming fears by challenging oneself, a major theme in my personal philosophy, as well. Plus, the chance to work with Hrithik Roshan was a real pleasure for me as a director. He is an actor/star of tremendous depth, sensitivity and charisma. He brought tremendous harmony to the entire process."

The campaign ‘Naam Bante Hai Risk Se’ will be supported by a 360-degree approach including outdoor & on-ground activations and an exciting digital engagement programme. The campaign encourages consumers to overcome their inner fears of taking risks and try something new, explore new boundaries to emerge victorious.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in.

For further information, please contact :

Kuheli Ray | Aastha Khurana
Genesis Burson-Marsteller
+91 9999783541 | +91 9711209880
kuheli.ray@bm.com | sandipan.ghatak@pepsico.com